The fallacy of scale in media — it’s time to abandon old thinking


MediaPost publishes an article by Periscope EVP of Media and Engagement Chris Hiland on the future of scale in media.

Scale isn’t what it used to be. TV advertising faces a lower audience with subscription-based streaming services taking over, and fake news sites are collecting advertisers’ money. The media landscape is rapidly evolving, and this is an important crossroads for brands choosing whom they will trust with their media moving forward.

An op-ed from Periscope EVP Chris Hiland, published in MediaPost, talks about the future of scale in media, and how smaller, scrappier teams can utilize complex new solutions to produce better results.